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Sole unveils fresh store concept

Sole, the premium footwear fascia owned by Soletrader, unveiled a new look at Westfield London shopping centre in London’s White City last week.

The store – which is Soletrader’s first new store concept since 2003 – features warm teak sideboard-style freestanding units with pull-out drawers that are lit by light boxes.
It also has a special flexible “sole” wall display unit, which allows shoes to be displayed with the sole facing outwards to show off the design detail.

The new store is also more flexible in terms of displaying women’s product because it has large long-running adjustable shelves as opposed to the short rack-style fixtures in the old concept. Sole has also introduced women’s handbags for the first time and is stocking Ted Baker, Ugg and Diesel styles.

Product director Derrick Hoyle said the new premium concept and flexible units meant there was more potential for the business to engage with and appeal to female customers.

The store also has plasma screens and a mirrored luxury section to show off Sole’s top-end brands. Sole’s offer includes Thomas Burberry, Duffer Daps, Converse and Adidas by Stella McCartney.

Sole has also bought a selection of Eames chairs which are scattered around the store for customers to use, while a selection of chandelier-style light fittings provide interest at the back of the store.

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